Investigation reveals McDonald’s ‘playbook’ to win council planning appeals

Fast food giant McDonald’s has thwarted councils’ attempts to block new stores by claiming they can promote “healthier lifestyles”, an investigation reveals.

Experts warned that councils are facing a “David and Goliath” style battle against the US chain’s expansion plans.

Using Freedom of Information requests, the British Medical Journal (BMJ) uncovered cases of the firm winning planning appeals in some of the most deprived areas of England where a quarter of children are obese by the time they leave school.

Tactics used by McDonald’s included arguing that customers can order salad from its drive-through branches, that they could cycle or walk there, and that the company’s sponsorship of local football teams promoted health and wellbeing.

During appeals in West Yorkshire and Nottinghamshire, it also presented statements from a GP and obesity expert who said that “over 100” different factors contribute to obesity.

Alice Wiseman, vice president of the Association of Directors of Public Health and director of public health for Gateshead and Newcastle, said such appeals were “very undermining in the role of local government in being able to shape a healthy environment.

“We haven’t got the resources that the likes of McDonald’s have got to be able to get into any legal battles with this. It’s David and Goliath.”

Last year, McDonald’s announced plans to open 200 restaurants across the UK and Ireland over the next four years.

Thomas Burgoine, principal research associate at the MRC Epidemiology Unit at Cambridge University, said large multinational food corporations were “more equipped than smaller businesses to object, including at appeal”.

He added: “They know the sorts of arguments that work and hire planning consultants and businesses who know the ins and outs of the UK planning system to work on their behalf.

“Local authorities don’t want to set a negative precedent by losing these battles at appeal. There’s a nervousness about losing, not least because of the money it can cost to fight these cases.”

The BMJ asked the Planning Inspectorate for details and correspondence of all appeals made by McDonald’s, KFC and Burger King since January 2020.

It found there were 14 appeals from McDonald’s, one from KFC and none from Burger King.

A McDonald’s spokesperson said the company believed in “making it easier for customers to balance health, taste, and value and in giving people choice”.

“We will always be transparent about our ingredients and have provided nutritional information for over 30 years. 

“Today, 57% of our menu is classified as non-HFSS and 90% of our food and drinks menu items are under 500 calories.”

The spokesperson added: “At McDonald’s, we are proud of the role we play in local communities and the £94.5 billion we have contributed to the national economy since opening our first restaurant in the UK in 1974.”